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Using Google Analytics
                       with Luminis
                               David Simpson




Wednesday, February 25, 2009
Outline

                   • What GA does
                   • Fixing uPortal / Luminis HTML
                   • Integrating GA with Luminis
                   • Analysis results

Wednesday, February 25, 2009
What Google Analytics does

                   •       Visitor segmentation e.g. by country, city, referrer,
                           search term, browser, network, screen res. etc.

                   •       Page views, time on site, bounce rate, loyality,
                           recency, depth of visit

                   •       Define and track goals/conversions - Tunnel
                           visualisation

                   •       AdWords integration, Email reports, eCommerce
                           tracking


Wednesday, February 25, 2009
Example: Segment by Country/City




 Source website: http://my.nottingham.ac.uk
Wednesday, February 25, 2009
Example: Goal Setting / Tunnel visualisation




                   •      Validate design decisions

                   •      Highlight problem pages

                   •      Visualise goals




 Source website: http://my.nottingham.ac.uk
Wednesday, February 25, 2009
Implementing GA
                   •       Add tracking Javascript to every page

                         •     Communicates with GA servers

                   •       Saves the page title & URL & user info

                   •       Add immediately before </body> closing tag to
                           ensure the page has loaded completely

                   •       Add to every page, thtml template, jsf, jsp, etc.

                         •     Needed for referer info


Wednesday, February 25, 2009
...but URLs are horrid for Luminis

                   •       Typical default page after login:
                           http://my.nottingham.ac.uk/cp/render.userLayoutRootNode.uP


                   •       After another click:
                           http://my.nottingham.ac.uk/cp/tag.669a8bc4666a611.render.userLayoutRootNode.uP?
                           uP_root=root&uP_sparam=activeTab&activeTab=u191787l1s17&uP_tparam=frm&frm=


                   •       What can we do with these?
                         •     URL rewrites?

                         •     Lookup table in GA?

                         •     Something else?


Wednesday, February 25, 2009
Maybe we can be clever?


                   • Event tracking via Javascript
                               for anchors, tabs, links, form submits etc
                   • Hmmm. My Javascript is a bit lacking...
                    • Maybe a library is easier?


Wednesday, February 25, 2009
Enter jQuery
                   •       Easy to use; small footprint; browser neutral

                   •       Uses CSS or XPath selectors to access the DOM

                   •       Used by Google, Microsoft, Amazon, Nokia etc.

                   •       Extend the jQuery library

                         •     Use event binding for interactions with the page
                               click tracking/form submits/mouseovers etc

                         •     Google have recently introduced event tracking -
                               we were already doing this!

 Reference: jQuery in 15 minutes
 http://www.slideshare.net/simon/jquery-in-15-minutes/
Wednesday, February 25, 2009
uPortal/Luminis is broken
                   •       The uPortal developers didn't really get web standards

                   •       doctype declaration not supported until Luminis 3.3.3
                           but we’re still on 3.3.1

                   •       id attributes should be unique. Oh dear.

                   •       Did they really need to nest that many tables?

                   •       Presentational HTML
                           e.g. <font/> <center/>    <td align=”center”></td>


                   •       Inline Javascript & CSS


Wednesday, February 25, 2009
Fix as much as you can,
                       then move on
                   • Fix nested-tables.xsl
                    • Use a customisation layer for easier
                               upgrade path*
                         • Remove (nearly) all those presentational
                               elements & attributes

 * Reference: http://www.lumdev.net/node/727
      UPDATE uportal.up_ss_theme
      SET SS_URI = 'stylesheets/org/jasig/portal/layout/tab-column/nested-tables/custom-nested-tables.xsl'
      WHERE up_ss_theme.SS_ID = 1 LIMIT 1 ;
Wednesday, February 25, 2009
...fix the navigation
                   •       Fix the table based tabbed navigation to be more
                           accessible


                   •       Use an unordered list
                           ul#menu with li.current-tab selector

                   •       Sliding doors CSS* can be used for fancy tabs
                           e.g.


                   •       Tab text available to jQuery as e.g.
                               $('#menu li a').each( function(){
                                      alert( $(this).text() ); }

 * Reference: http://www.alistapart.com/articles/slidingdoors/
Wednesday, February 25, 2009
...fix the navigation




Wednesday, February 25, 2009
...remove the nested tables

                   •       Remove all the nested tables - 1 table for column
                           based layout is enough ;-)

                   •       All channels in div.channel, rather than illegal
                           div#channel / table#channel

                   •       Channel titles in div.channel > div.channelHeader

                         •     Available to jQuery as e.g.
                               $('.channel .channelHeader').each( function(){
                                   alert($(this).text()); }




Wednesday, February 25, 2009
...remove the nested tables




Wednesday, February 25, 2009
Get over these

                   • No doctype - but you should all be on
                           Luminis 4 now, so that’s OK
                         • Quirks Mode !!!
                         • CSS layout is really trial and error with
                               quirks mode, so make do and mend



Wednesday, February 25, 2009
qGoogleAnalytics
                   • jQuery plugin written in December 2007
                    • Updated April 2008 (move from urchin.js
                               to ga.js)
                         • Bugfix January 2009
                   • Simply add to nested-tables.xsl or...
                   • load it with a loader js like we do
Wednesday, February 25, 2009
Loader for CSS & JS
                   •       /js/loader.js?epoch=179824356789
                         •     No caching here

                   •       Loads versioned CSS & JS
                         •     /css/portalframework.css?v=1.0
                         •     /js/jquery.js?v=1.0
                         •     /js/plugins-packed.js?v=1.0
                         •     /js/behaviours.js?v=1.0

                         •      Caching within versions here


                   •       No need to update nested-tables.xsl when
                           updating CSS or JS

Wednesday, February 25, 2009
qGoogleAnalytics
                   •       Can be a simple call e.g.:
                           	     window.onload = function(){
                           	          $.qGoogleAnalytics(
                                 
                           	     	   	    'UA-XXXXXX-X', // GA tracking ID
                           	     	   	    { anchorClick: true, pageViewsEnabled: false }
                           
     
     );
                           
     
   }


                   •       Same effect as adding tracker code to end of page

                         •     Only called when the page is completely loaded

                   •       Do not use standard jQuery.
                           	     $(document).ready(function(){ ... });


                         •     GA code must come last!

Wednesday, February 25, 2009
window.onload = function(){
	     var options =	 {	
	     	     domainName: 'nottingham.ac.uk',	
	     	     evalClickEvents: { // evaluate the key
	
	     	     	    '#menu li a':               quot;'/tabs/'+ $(this).text()quot;,                              //   the tabs
	     	     	    'table#header li a':        quot;'/appicons/'+ $(this).text()quot;,                          //   Icons, e.g. Groups
	     	     	    'table#footer li a':        quot;'/footerLinks/'+ $(this).text()quot;,                       //   footer links
	     	     	    '#leftnav li a':            quot;'/frontpage/leftcolumn/'+ $(this).text()quot;,              //   front page links
	     	     	    '#universityNews li':       quot;getUniversityNewsItemInfo( $(this) )quot;,                  //   news items
	     	     	    '.accordionCluster li h3': quot;getNewsItemInfo( $(this) )quot;,                             //   news items
	     	     	    '.channelContent a':        quot;getChannelAnchorInfo( $(this) )quot;                        //   channel anchors
	     	     },	  	
	     	     evalSubmitEvents: {

	      	      	    '.channelContent form':       quot;getChannelFormInfo( $(this) )quot;                      // channel submit buttons
	      	      },
	      	      submitEvents: {
	
	      	      	       '#frontpage .login':               '/frontpage/portalLoginFormSubmitted',        // login
	      	      	       '#frontpage body > form#search':   '/frontpage/searchWebsite',                   // search
	
	      	      	       '#frontpage #personUK':            '/frontpage/personsearch/submit/uk',          // person search UK
	      	      	       '#frontpage #personChina':         '/frontpage/personsearch/submit/china',       // person search CN
	      	      	       '#frontpage #personMalaysia':      '/frontpage/personsearch/submit/malaysia',    // person search MY
	
	      	      	     '.channelContent #personUK':       '/channel/Person Search/submit/uk',             // person search UK
	      	      	     '.channelContent #personChina':    '/channel/Person Search/submit/china',          // person search CN
	      	      	     '.channelContent #personMalaysia': '/channel/Person Search/submit/malaysia'        // person search MY
	      	      }	    	     	
	      } //   end options
	
	      $.qGoogleAnalytics(trackerCode, options);	
 }




Wednesday, February 25, 2009
Live demo?


                               http://www.google.com/analytics/




Wednesday, February 25, 2009
Front page not properly tagged
                                                           needs fixing




                                                     Click on a tab before the Home
                                                   tab is fully loaded and GA code has
                                                                  executed



       Click on the Email Channel before
        the Home tab is fully loaded and
             GA code has executed




                                           Interpret results carefully!
Wednesday, February 25, 2009
NTL


                                                        UK campus
                               Total Visitors
                                                                                UoN
                                                                               Network




                                                                  Course Tab
          Recency: 2+ daily
               visits
                                                                        Library Tab

                                   Logged in visitors
                                                                          My School Tab



                                                        Email Channel


    Visitor segments                                                         Exit



Wednesday, February 25, 2009
Campus browser wars

            Browser              % (2/09)   % (2/08)
            IE                     96.2       86.1
                                                       •    IE usage increased
                IE6                11.1       62.6

                                                       •    Support IE6 for another year?
                IE7                88.2       37.4

                                                       •
            Firefox               2.0        11.5           Firefox & Safari use fell
            Chrome                1.7         n/a      •    Chrome released!
            Opera                 >0.0       >0.0
            Safari                >0.0        2.4

                                                           “Official support for IE7 only”

Wednesday, February 25, 2009
Screen Resolutions
                                                     •   1200+ pixels is now standard
            Width              % (2/09)   % (2/08)
                                                     •   Design for >1000px - 99.2% of users
            <600                >0.0       >0.0
                                                     •   Postpone support for handheld
            600-1000             0.8        0.9          devices?
                                                         Almost no current visitors are using handheld
            1000-1200           19.8       32.6
                                                     •   Monitor handheld usage
            1200-1600           72.6       64.9
                                                     •   Set a trigger point for developing
                                                         handheld support based on analytics
            1600+                2.6        1.6
                                                         strategy
                                                         e.g. 5% or10% of visitors?




Wednesday, February 25, 2009
Limitations of using GA
                   •       Don't go crazy tracking everything

                         •     Only the first 500 events/impressions per session are recorded

                         •     Limit of 5 million impressions/month without AdWords account

                   •       Results take upwards of 12 hours to show on GA - Be patient!

                   •       For instant gratification/real time results...

                         •     Yahoo Analytics http://web.analytics.yahoo.com/ now out of beta

                         •     WebTrends http://www.webtrends.com/ if you can afford it

                   •       You can't reanalyse the data - get WebTrends for that

                   •       For better performance, save a local copy of ga.js*

* Reference: http://www.askapache.com/linux-unix/ga-urchin-speed.html
Wednesday, February 25, 2009
Example Business Strategy...


                quot;Expand portal usage on
              Malaysia & China Campuses to
              90% of student population by
                         2010quot;


Wednesday, February 25, 2009
...Example Web Analytics Strategy
                   •       Define KPIs e.g. usage in my & cn against total student numbers in my & cn
                   •       Baseline first!
                   •       Release useful content for my & cn students
                   •       Measure
                   •       Improve content
                         •      Add content/functionality
                         •      A/B tests etc
                   •       Measure
                   •       Repeat - Continual Improvement


Wednesday, February 25, 2009
The path to Web Analytics success


                   •       Deep analysis of data based on business goals

                   •       Experimentation and testing A/B testing and beyond

                   •       Make Web Analytics actionable

                   •       KPIs

                   •       Data-driven decision making


                                                       We’re not there yet!

Wednesday, February 25, 2009
?
               dvdsmpsn
          Email: david.simpson@nottingham.ac.uk
          Slides & qGoogleAnalytics: http://davidsimpson.me/


Wednesday, February 25, 2009

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Using Google Analytics with Luminis

  • 1. Using Google Analytics with Luminis David Simpson Wednesday, February 25, 2009
  • 2. Outline • What GA does • Fixing uPortal / Luminis HTML • Integrating GA with Luminis • Analysis results Wednesday, February 25, 2009
  • 3. What Google Analytics does • Visitor segmentation e.g. by country, city, referrer, search term, browser, network, screen res. etc. • Page views, time on site, bounce rate, loyality, recency, depth of visit • Define and track goals/conversions - Tunnel visualisation • AdWords integration, Email reports, eCommerce tracking Wednesday, February 25, 2009
  • 4. Example: Segment by Country/City Source website: http://my.nottingham.ac.uk Wednesday, February 25, 2009
  • 5. Example: Goal Setting / Tunnel visualisation • Validate design decisions • Highlight problem pages • Visualise goals Source website: http://my.nottingham.ac.uk Wednesday, February 25, 2009
  • 6. Implementing GA • Add tracking Javascript to every page • Communicates with GA servers • Saves the page title & URL & user info • Add immediately before </body> closing tag to ensure the page has loaded completely • Add to every page, thtml template, jsf, jsp, etc. • Needed for referer info Wednesday, February 25, 2009
  • 7. ...but URLs are horrid for Luminis • Typical default page after login: http://my.nottingham.ac.uk/cp/render.userLayoutRootNode.uP • After another click: http://my.nottingham.ac.uk/cp/tag.669a8bc4666a611.render.userLayoutRootNode.uP? uP_root=root&uP_sparam=activeTab&activeTab=u191787l1s17&uP_tparam=frm&frm= • What can we do with these? • URL rewrites? • Lookup table in GA? • Something else? Wednesday, February 25, 2009
  • 8. Maybe we can be clever? • Event tracking via Javascript for anchors, tabs, links, form submits etc • Hmmm. My Javascript is a bit lacking... • Maybe a library is easier? Wednesday, February 25, 2009
  • 9. Enter jQuery • Easy to use; small footprint; browser neutral • Uses CSS or XPath selectors to access the DOM • Used by Google, Microsoft, Amazon, Nokia etc. • Extend the jQuery library • Use event binding for interactions with the page click tracking/form submits/mouseovers etc • Google have recently introduced event tracking - we were already doing this! Reference: jQuery in 15 minutes http://www.slideshare.net/simon/jquery-in-15-minutes/ Wednesday, February 25, 2009
  • 10. uPortal/Luminis is broken • The uPortal developers didn't really get web standards • doctype declaration not supported until Luminis 3.3.3 but we’re still on 3.3.1 • id attributes should be unique. Oh dear. • Did they really need to nest that many tables? • Presentational HTML e.g. <font/> <center/> <td align=”center”></td> • Inline Javascript & CSS Wednesday, February 25, 2009
  • 11. Fix as much as you can, then move on • Fix nested-tables.xsl • Use a customisation layer for easier upgrade path* • Remove (nearly) all those presentational elements & attributes * Reference: http://www.lumdev.net/node/727 UPDATE uportal.up_ss_theme SET SS_URI = 'stylesheets/org/jasig/portal/layout/tab-column/nested-tables/custom-nested-tables.xsl' WHERE up_ss_theme.SS_ID = 1 LIMIT 1 ; Wednesday, February 25, 2009
  • 12. ...fix the navigation • Fix the table based tabbed navigation to be more accessible • Use an unordered list ul#menu with li.current-tab selector • Sliding doors CSS* can be used for fancy tabs e.g. • Tab text available to jQuery as e.g. $('#menu li a').each( function(){ alert( $(this).text() ); } * Reference: http://www.alistapart.com/articles/slidingdoors/ Wednesday, February 25, 2009
  • 14. ...remove the nested tables • Remove all the nested tables - 1 table for column based layout is enough ;-) • All channels in div.channel, rather than illegal div#channel / table#channel • Channel titles in div.channel > div.channelHeader • Available to jQuery as e.g. $('.channel .channelHeader').each( function(){ alert($(this).text()); } Wednesday, February 25, 2009
  • 15. ...remove the nested tables Wednesday, February 25, 2009
  • 16. Get over these • No doctype - but you should all be on Luminis 4 now, so that’s OK • Quirks Mode !!! • CSS layout is really trial and error with quirks mode, so make do and mend Wednesday, February 25, 2009
  • 17. qGoogleAnalytics • jQuery plugin written in December 2007 • Updated April 2008 (move from urchin.js to ga.js) • Bugfix January 2009 • Simply add to nested-tables.xsl or... • load it with a loader js like we do Wednesday, February 25, 2009
  • 18. Loader for CSS & JS • /js/loader.js?epoch=179824356789 • No caching here • Loads versioned CSS & JS • /css/portalframework.css?v=1.0 • /js/jquery.js?v=1.0 • /js/plugins-packed.js?v=1.0 • /js/behaviours.js?v=1.0 • Caching within versions here • No need to update nested-tables.xsl when updating CSS or JS Wednesday, February 25, 2009
  • 19. qGoogleAnalytics • Can be a simple call e.g.: window.onload = function(){ $.qGoogleAnalytics( 'UA-XXXXXX-X', // GA tracking ID { anchorClick: true, pageViewsEnabled: false } ); } • Same effect as adding tracker code to end of page • Only called when the page is completely loaded • Do not use standard jQuery. $(document).ready(function(){ ... }); • GA code must come last! Wednesday, February 25, 2009
  • 20. window.onload = function(){ var options = { domainName: 'nottingham.ac.uk', evalClickEvents: { // evaluate the key '#menu li a': quot;'/tabs/'+ $(this).text()quot;, // the tabs 'table#header li a': quot;'/appicons/'+ $(this).text()quot;, // Icons, e.g. Groups 'table#footer li a': quot;'/footerLinks/'+ $(this).text()quot;, // footer links '#leftnav li a': quot;'/frontpage/leftcolumn/'+ $(this).text()quot;, // front page links '#universityNews li': quot;getUniversityNewsItemInfo( $(this) )quot;, // news items '.accordionCluster li h3': quot;getNewsItemInfo( $(this) )quot;, // news items '.channelContent a': quot;getChannelAnchorInfo( $(this) )quot; // channel anchors }, evalSubmitEvents: { '.channelContent form': quot;getChannelFormInfo( $(this) )quot; // channel submit buttons }, submitEvents: { '#frontpage .login': '/frontpage/portalLoginFormSubmitted', // login '#frontpage body > form#search': '/frontpage/searchWebsite', // search '#frontpage #personUK': '/frontpage/personsearch/submit/uk', // person search UK '#frontpage #personChina': '/frontpage/personsearch/submit/china', // person search CN '#frontpage #personMalaysia': '/frontpage/personsearch/submit/malaysia', // person search MY '.channelContent #personUK': '/channel/Person Search/submit/uk', // person search UK '.channelContent #personChina': '/channel/Person Search/submit/china', // person search CN '.channelContent #personMalaysia': '/channel/Person Search/submit/malaysia' // person search MY } } // end options $.qGoogleAnalytics(trackerCode, options); } Wednesday, February 25, 2009
  • 21. Live demo? http://www.google.com/analytics/ Wednesday, February 25, 2009
  • 22. Front page not properly tagged needs fixing Click on a tab before the Home tab is fully loaded and GA code has executed Click on the Email Channel before the Home tab is fully loaded and GA code has executed Interpret results carefully! Wednesday, February 25, 2009
  • 23. NTL UK campus Total Visitors UoN Network Course Tab Recency: 2+ daily visits Library Tab Logged in visitors My School Tab Email Channel Visitor segments Exit Wednesday, February 25, 2009
  • 24. Campus browser wars Browser % (2/09) % (2/08) IE 96.2 86.1 • IE usage increased IE6 11.1 62.6 • Support IE6 for another year? IE7 88.2 37.4 • Firefox 2.0 11.5 Firefox & Safari use fell Chrome 1.7 n/a • Chrome released! Opera >0.0 >0.0 Safari >0.0 2.4 “Official support for IE7 only” Wednesday, February 25, 2009
  • 25. Screen Resolutions • 1200+ pixels is now standard Width % (2/09) % (2/08) • Design for >1000px - 99.2% of users <600 >0.0 >0.0 • Postpone support for handheld 600-1000 0.8 0.9 devices? Almost no current visitors are using handheld 1000-1200 19.8 32.6 • Monitor handheld usage 1200-1600 72.6 64.9 • Set a trigger point for developing handheld support based on analytics 1600+ 2.6 1.6 strategy e.g. 5% or10% of visitors? Wednesday, February 25, 2009
  • 26. Limitations of using GA • Don't go crazy tracking everything • Only the first 500 events/impressions per session are recorded • Limit of 5 million impressions/month without AdWords account • Results take upwards of 12 hours to show on GA - Be patient! • For instant gratification/real time results... • Yahoo Analytics http://web.analytics.yahoo.com/ now out of beta • WebTrends http://www.webtrends.com/ if you can afford it • You can't reanalyse the data - get WebTrends for that • For better performance, save a local copy of ga.js* * Reference: http://www.askapache.com/linux-unix/ga-urchin-speed.html Wednesday, February 25, 2009
  • 27. Example Business Strategy... quot;Expand portal usage on Malaysia & China Campuses to 90% of student population by 2010quot; Wednesday, February 25, 2009
  • 28. ...Example Web Analytics Strategy • Define KPIs e.g. usage in my & cn against total student numbers in my & cn • Baseline first! • Release useful content for my & cn students • Measure • Improve content • Add content/functionality • A/B tests etc • Measure • Repeat - Continual Improvement Wednesday, February 25, 2009
  • 29. The path to Web Analytics success • Deep analysis of data based on business goals • Experimentation and testing A/B testing and beyond • Make Web Analytics actionable • KPIs • Data-driven decision making We’re not there yet! Wednesday, February 25, 2009
  • 30. ? dvdsmpsn Email: david.simpson@nottingham.ac.uk Slides & qGoogleAnalytics: http://davidsimpson.me/ Wednesday, February 25, 2009

Editor's Notes